Chapter 11 – Organizing and Preparing Reports and Proposals
Applying for a Franchise to Open a Coffee Shop: Read the scenario and complete the activity
below.
Lawrence James has been employed with Palm Trees Inc. as an Inventory Manager in Miami, Florida
for 15 years. Palm Trees Inc. is a popular franchiser of gourmet coffee shops. He is interested in opening
his own gourmet coffee shop in another city. Lawrence James sent a memo to Charlotte Jones, the
Manager of Palm Springs Inc., to solicit detailed franchise information. In answer to his request, James
received an extremely receptive memo requesting standard information designed to help Palm Trees
determine the economic viability of the proposed location. After analyzing this preliminary information,
Palm Trees will decide whether to accept James’ franchise application.
Ms. Jones has requested preliminary information regarding the economic and social environment of
the proposed site. Specifically, James must provide valid, objective data concerning the population of the
service area, the economic status of the population, the traffic flow in front of the proposed site, the nature
and extent of competing specialty franchises that offer patrons a place to socialize, and any other
information that would support the economic success of the proposed franchise.
Activity: As Lawrence James, prepare a report in memorandum format to Charlotte Jones. The
memorandum may be 1-2 pages long. Create a letterhead for the memo. The letterhead should contain
the following address: Palm Trees Inc., 9700 Gulfside Drive, Miami, FL 33122.
Search the web and choose a city for the proposed location and gather appropriate data about that locale.
For example, consider the population of the city that you choose. The accuracy and currentness of
information related to the city may be considered in the evaluation of the memo report. Also, the
thoroughness of information related to the city’s appeal, and the convincing quality of the report. You may
add any other information that may be helpful.
Insert at least two graphics in your memorandum report to support the proposed location for the coffee
shop. Write a descriptive or talking title that interprets the data depicted in the graphic and then write a
sentence to introduce the graphic and emphasize its most important idea(s). (Refer to Chapter 10)
